Why do some financial products fly off the shelves while others struggle to gain traction? The answer often lies in how consumers move through distinct stages of awareness, interest, and action—a journey mapped out by the Hierarchy-of-Effects Theory. In 2025, this classic marketing framework remains as relevant as ever for Australian banks, fintechs, and financial advisers aiming to influence consumer behaviour.
What Is the Hierarchy-of-Effects Theory?
First introduced in the 1960s, the Hierarchy-of-Effects Theory describes the sequential steps a consumer takes from first learning about a product or service to making a purchase decision. The most common model follows six stages:
- Awareness – The consumer becomes aware of the product or service.
- Knowledge – They acquire information and develop understanding.
- Like – Positive feelings or attitudes begin to form.
- Preference – The consumer starts to favour one brand or product over others.
- Conviction – They develop the intention to purchase.
- Purchase – The consumer takes action and buys.
This stepwise journey is especially pertinent in the finance sector, where trust, regulation, and information overload can extend the path to purchase.
Why Does the Hierarchy-of-Effects Matter for Australian Finance?
Understanding this theory is crucial for anyone looking to market financial products in Australia. Whether it’s promoting a new green loan, a high-interest savings account, or a digital investment platform, each stage of the hierarchy presents unique hurdles and opportunities.
- Regulatory changes in 2025 (such as the expanded Consumer Data Right and new ASIC advertising guidelines) have placed greater responsibility on providers to ensure consumers move through the knowledge and conviction stages with accurate, accessible information.
- Consumer awareness is increasingly influenced by digital channels. ASIC’s 2025 Consumer Insights report highlights that 82% of Australians now encounter financial products first via social media or comparison websites, making initial awareness both easier to achieve and more competitive than ever.
- Trust and preference are shaped by brand reputation, transparency, and peer reviews. For example, the surge in ethical banking in 2025 has been driven by Australians’ growing preference for banks with clear sustainability credentials, as reported in the RIAA’s Responsible Investment Benchmark Report.
By mapping their marketing and communications to the Hierarchy-of-Effects stages, finance brands can more effectively nudge consumers from curiosity to conversion.
Real-World Example: Applying the Theory to a Solar Loan Campaign
Imagine a bank launching a new solar loan product in 2025, designed to help Australians finance rooftop solar installations. Here’s how the campaign could align with each stage:
- Awareness: Sponsored posts on sustainability blogs and Instagram stories introduce the solar loan concept.
- Knowledge: Detailed explainer videos and FAQs on the bank’s website break down eligibility, costs, and government rebates (such as the updated Small-scale Renewable Energy Scheme).
- Like: Testimonials from homeowners who’ve cut their power bills build emotional resonance.
- Preference: Interactive calculators compare the solar loan’s savings with competitors, while highlighting green credentials.
- Conviction: Webinars and live chat support help resolve final doubts and clarify the application process.
- Purchase: A seamless online application allows customers to sign up on the spot, with instant pre-approval notifications.
This stepwise approach ensures no potential customer falls through the cracks—and that regulatory obligations for clear, factual communication are met at every stage.
Emerging Trends: Digital Nudges and Personalisation in 2025
The Hierarchy-of-Effects Theory is evolving alongside technology and consumer expectations. In 2025, Australian financial institutions are leveraging AI-powered chatbots, personalised email sequences, and dynamic website content to tailor messaging for each stage of the hierarchy. For instance:
- AI-driven retargeting delivers tailored content to users who visited a product page but didn’t complete an application, nudging them towards conviction and purchase.
- Personalised video explainers address common knowledge gaps and demystify complex financial products, fostering trust and preference.
- Regulatory technology (RegTech) ensures all communications remain compliant with the latest ASIC and ACCC guidelines, reducing the risk of misleading or incomplete information at the knowledge stage.
With more data at their fingertips, finance brands can now deliver the right message at the right moment—maximising their impact at every step of the consumer journey.
Conclusion: The Blueprint for Better Financial Marketing
The Hierarchy-of-Effects Theory isn’t just a relic of old-school advertising textbooks—it’s a practical blueprint for navigating the complex world of Australian finance in 2025. By understanding and respecting the stages every consumer passes through, financial institutions can craft smarter, more effective campaigns that resonate, inform, and convert. Whether you’re launching a fintech startup or revitalising a traditional bank’s product suite, mapping your customer journey to the hierarchy’s stages is a proven way to stand out and succeed.
